Smart Match - Putting your content where it counts.
Provided by Financial Times
A powerful new way to put your organisation's own content in front of FT.com users while they're reading related news stories.
Tell us about the Opportunity / What is it?
FT Smart Match is a powerful new way to put your organisation's own content - such as articles, white papers and videos - in front of FT.com users while they're reading related news stories. For example, the business school IMD had a thought leadership article on their website: "Is your company ready if the Euro collapses?" When FT.com ran a clearly relevant story on Greece's bail-out demands, FT Smart Match instantly targeted the IMD article against it - reaching interested readers in real time, and attracting them with genuinely relevant and valuable content.
What is the Marketing Objective?
This process happens automatically in real time, without the need for you to create individual adverts for each piece of your content. And as part of the service, the look and feel of the template can be adapted to your corporate brand guidelines.
How does it work?
Going well beyond keyword recognition, this technology analyses text through "concepts" and "categories" and recognises the sense and meaning - enabling it to match relevant articles with complete accuracy. FT Smart Match profiles and indexes each piece of your company's content against 200,000 linguistic concepts and categories in the English language. When there is a highly relevant match between your company's content and an FT.com news story, it matches the headline and abstract of your article within a branded 300 x 600 advert.
Who's used it in the past?
So far, FT Smart Match has allowed IMD to target over 800 pieces of their content at
relevant news stories appearing on FT.com in real-time - resulting in a 600% increase in click-through rates.
Features / Benefits
You get more engaged readers and click-throughs. You get more value out of your
content assets. You align your content closely with the FT brand, associated worldwide with authority, accuracy and integrity.You get deeper strategic insights and quantifiable results. There is virtually no limit to the amount of content your company can match to FT.com articles. What's more, we can match a very wide range of content types, including web pages, pdfs, videos and more.